Audience analysis

In order to understand the target audience of my music video, I need to be able to understand the age range, and what sort of people are inclined to view the video. Therefore, I am looking at market analysis of people who consume the product in which my music is intended for. In doing this, I will be able to understand the age/sort of consumer that I am trying to aim for.

A bit about Grime...

• Many grime artists, are often unemployed and make grime music on a casual basis.
• According to Sasha Frere-Jones, grime has developed a fierce sound by "distilling" rhythms to a minimal style resulting in a choppy off-centre sound.
• Grime is described as a cross-pollinated genre, taking influences from a variety of different cultural styles as well as musical ones, and is therefore still in many respects considered to be underground music, even after mainstream exposure.
• It exists in a largely informal economy in which most artists make their debuts on independently-produced battle DVD'z that, like mixtapes which are sold out of barbershops & make their way around the city.
• Grime is looked upon very unfavourably in the media, in which its lyrics have been described as being "vulgar"
• Grime can often be dark & aggressive, featuring MCs as opposed to singers & getting rid of R&B influences of earlier the UK Garage Band.

Typical consumer

• Black males between 16-21 years old.
• non-mainstream music genre and is therefore very popular w/ males & isn't marketed on a mass scale, (however, in the most recent years it has become more and more mainstream/popular)
• In the most recent years, females have also taken an interest in grime, despite it being more centred around males, introducing female artists into the game.

Grime and Violence

• grime is viewed upon very negatively by the government. The Home Secretary David Blunkett described the lyrics of grime artists as "appalling.
• Similarly Former minister Kim Howells made a statement in 2006 that grime artists were helping to create a culture "where killing is almost a fashion accessory." Howells went even deeper into the issue making comments that some grime supporters claimed to find "deeply racist" referring to popular artists & crews as "boasting macho idiot rappers"
• One particular MC Kano has taken a bashing from The Times who berated the decision to have Kano promoting a new government scheme describing it as using a rapper famous for his "violent & obscenity-strewn lyrics"

• Although grime is thought of as a violent genre, it has become more accepted in the past 5 years. It has become a huge part of the British and African culture, and the younger generations mass consume the unique style of music that we know as grime.